Marketing artistic careers: Pablo Picasso as brand manager

2014 ◽  
Vol 48 (1/2) ◽  
pp. 68-88 ◽  
Author(s):  
Albert M. Muñiz Jr ◽  
Toby Norris ◽  
Gary Alan Fine
Keyword(s):  
Art History ◽  
Design Methodology ◽  
Pablo Picasso ◽  
Art World ◽  
Luxury Brands ◽  
Public Identity ◽  
Content Type ◽  
Cultural Complex ◽  
Corporate Brands ◽  
Consummate Skill

Purpose – In recent years, scholars have begun suggesting that marketing can learn a lot from art and art history. This paper aims to build on that work by developing the proposition that successful artists are powerful brands. Design/methodology/approach – Using archival data and biographies, this paper explores the branding acumen of Pablo Picasso. Findings – Picasso maneuvered with consummate skill to assure his position in the art world. By mid-career, he had established his brand so successfully that he had the upper hand over the dealers who represented him, and his work was so sought-after that he could count on selling whatever proportion of it he chose to allow to leave his studio. In order to achieve this level of success, Picasso had to read the culture in which he operated and manage the efforts of a complex system of different intermediaries and stakeholders that was not unlike an organization. Based on an analysis of Picasso's career, the authors assert that in their management of these powerful brands, artists generate a complex, multifaceted public identity that is distinct from a product brand but shares important characteristics with corporate brands, luxury brands and cultural/iconic brands. Originality/value – This research extends prior work by demonstrating that having an implicit understanding of the precepts of branding is not limited to contemporary artists and by connecting the artist to emerging conceptualizations of brands, particularly the nascent literatures on cultural, complex and corporate brands.

Made in Basel? A commentary on the contemporary art world in Asia

2018 ◽  
Vol 8 (2) ◽  
pp. 182-186
Author(s):  
Matthew J. Waters
Keyword(s):  
Contemporary Art ◽  
Design Methodology ◽  
Critical Examination ◽  
Power Dynamics ◽  
Art World ◽  
Sociocultural Perspective ◽  
Content Type ◽  
Global Power ◽  
Recent Emergence ◽  
Made In

Purpose The purpose of this paper is to assess the recent emergence of contemporary art in Asia from a macro, sociocultural perspective. Design/methodology/approach This commentary is based on secondary research and recent visits to contemporary art centres in major cities across Asia. Findings The author argues that contemporary art in Asia emerges by extension of the Western contemporary art world and suggests that more must be done if Asia is to create a contemporary art world that is both internationally recognised and distinct from its Western precedent. Originality/value This commentary debunks the hyperbole surrounding contemporary art in Asia as a regional phenomenon and provides a critical examination of the global (power) dynamics at play.

SNS use leads to luxury brand consumption: evidence from China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wangshuai Wang ◽  
Nuoya Chen ◽  
Jie Li ◽  
Gong Sun
Keyword(s):  
Social Networking Sites ◽  
Design Methodology ◽  
Empirical Studies ◽  
Luxury Brands ◽  
Daily Lives ◽  
Content Type ◽  
Luxury Brand ◽  
Chinese Consumer ◽  
Consumer Data ◽  
Psychological Mechanism

Purpose Social networking sites (SNSs) are an indispensable part of people’s daily lives. However, scant literature describes how SNSs affect users’ behaviors, especially consumer behavior in emerging markets. This research aims to fill this literature gap. Design/methodology/approach Two empirical studies were conducted using different methods. Study 1, a survey, provided correlational evidence. Study 2, a lab experiment, further verified the causal relationship. Findings From Chinese consumer data, SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets. Originality/value This research bridges SNSs and luxury brand consumption, two islands among different streams of literature. In addition, the paper illuminates the psychological mechanism through which SNSs affect luxury brand consumption and the boundary condition in which this effect diminishes. Practically, this paper is also instructive for SNSs and luxury brands.

scholarly journals Am I worth it? Gifting myself with luxury

2014 ◽  
Vol 18 (2) ◽  
pp. 112-132 ◽  
Author(s):  
Hannele Kauppinen-Räisänen ◽  
Johanna Gummerus ◽  
Catharina von Koskull ◽  
Åke Finne ◽  
Anu Helkkula ◽  
...  
Keyword(s):  
Design Methodology ◽  
Research Topic ◽  
The Self ◽  
Luxury Brands ◽  
Content Type ◽  
Data Collection And Analysis ◽  
Sample Data ◽  
Marketing Activities ◽  
Key Dimensions ◽  
Practical Implications

Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic. The purpose of this paper is to address this issue by exploring the self-gifting behaviour of consumers, in particular focusing on the personal motives of gifting oneself with luxury fashion brands. Design/methodology/approach – The study takes a multi-qualitative approach involving a small (n=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases. Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self and socially orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand. Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting. Originality/value – Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.

scholarly journals In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

2018 ◽  
Vol 27 (2) ◽  
pp. 203-220 ◽  
Author(s):  
Stefan Scheidt ◽  
Carsten Gelhard ◽  
Juliane Strotzer ◽  
Jörg Henseler
Keyword(s):  
Design Methodology ◽  
Empirical Studies ◽  
Empirical Support ◽  
Transfer Effects ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Attributes ◽  
Meaning Transfer ◽  
Definition Of ◽  
Corporate Brands

Purpose While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the co-branding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes. Design/methodology/approach A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes. Findings This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects. Originality/value This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.

Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable

2016 ◽  
Vol 25 (2) ◽  
pp. 120-133 ◽  
Author(s):  
Jean-Noël Kapferer ◽  
Pierre Valette-Florence
Keyword(s):  
Latent Variables ◽  
Design Methodology ◽  
Luxury Brands ◽  
Content Type ◽  
Selective Distribution ◽  
The World ◽  
Luxury Industry ◽  
Practical Implications ◽  
Very High ◽  
Selection Of

Purpose Luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is lost, what other levers still sustain desire for these luxury brands, nurture their dream and, thus, prevent the dilution of desirability created by their growing penetration and sales? Design/methodology/approach Based on 1,286 actual luxury consumers interviewed about 12 highly known and successful luxury brands on 42 experiential and perceptual items, a PLS hierarchical fourth-order latent variables model unveils the paths of luxury dream building. Findings The authors have identified how, beyond mere physical rarity and very high quality, eight experiential and perceptual levers fuel luxury desirability through two structural paths: selection and seduction. Research limitations/implications The concept of luxury is associated to rarity. But to grow, luxury brands need to abandon mere scarcity and selectivity (value created by limitation of production, highly selective distribution and selection of customers) and switch instead to an “abundant rarity”, where feelings of privilege are attached to the brand itself, seducing through its experiential facets, pricing, prestige and the world it symbolizes. Practical implications Luxury executives can use this paper as a compass to manage, sustain and monitor their brand desirability, all along the brand’s growth, as it moves away from being niche and rare. Social implications Considering the growing social diffusion of the need for luxury in different strata of the population, this paper reveals the levers of the attractiveness of the mega-brands of luxury. Originality/value This paper addresses the main problem of the luxury industry: How to grow yet remain desirable. It is based on 1,286 actual luxury buyers and 12 actual brands. Thanks to PLS modelization, the structure of the levers of brand desirability is revealed.

The benchmarking of the use of toolkit for mass customization in the automobile industry

2017 ◽  
Vol 24 (6) ◽  
pp. 1767-1783 ◽  
Author(s):  
Diego Castro Fettermann ◽  
Márcia Elisa Soares Echeveste ◽  
Guilherme Luz Tortorella
Keyword(s):  
Logistic Regression ◽  
Regression Analysis ◽  
Logistic Regression Analysis ◽  
Automobile Industry ◽  
Mass Customization ◽  
Design Methodology ◽  
Market Conditions ◽  
Content Type ◽  
Corporate Brands ◽  
The Relationship

Purpose The purpose of this paper is to examine the relation between the utilization of the customization strategy and the availability of the online toolkit and its features with the commercial variables of businesses. Design/methodology/approach The sample used in this paper consists of 134 cases of corporate brands in the automobile industry; their sales correspond to 49.12 percent of vehicles produced in 2012. The logistic regression analysis was then applied to the sample. Findings This paper confirmed the relationship between the use of toolkits for customization and business variables, like vehicle sales. Originality/value The generated model allows the prediction of market conditions which recommended to provide the toolkit for customization, and if implemented, what combination of features it must have.

scholarly journals A semiotic analysis of the extendibility of luxury brands

2014 ◽  
Vol 23 (2) ◽  
pp. 103-113 ◽  
Author(s):  
Nathalie Veg-Sala ◽  
Elyette Roux
Keyword(s):  
Design Methodology ◽  
Brand Extension ◽  
Brand Value ◽  
Luxury Brands ◽  
Semiotic Analysis ◽  
Content Type ◽  
Brand Development ◽  
Original Insight

Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Findings – Three groups of brands are identified: brands anchored in both determination and mastery contracts defined as open (high extendibility); brands anchored in a determination contract defined as open, as well as in a mastery contract defined as closed (low extendibility); brands anchored in a mastery contract defined as open as well as in a determination contract defined as not closed (high extendibility, but risks of diluting the brand value). Research limitations/implications – Compared with extensions actually developed by these brands, the results are discussed and strategies are proposed to maximize the long-term brand development when the brand extension potential is low. Only studied on products, it would be interesting to complete this analysis in services. Originality/value – The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands. Structural semiotics provides another original insight.

Co-creating sustainable corporate brands: a consumer framing approach

2020 ◽  
Vol 25 (3) ◽  
pp. 447-461
Author(s):  
Sonja Lahtinen ◽  
Elina Närvänen
Keyword(s):  
Design Methodology ◽  
Qualitative Data ◽  
Well Being ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Theoretical Contribution ◽  
Corporate Social ◽  
Corporate Brands ◽  
Practical Implications

PurposeThe purpose of this research is to explore how consumers co-create sustainable corporate brands (SCBs) by framing brands with a newly adopted sustainability orientation.Design/methodology/approachThe qualitative data were generated from four focus groups consisting of altogether 25 Finnish millennial consumers. The data were analysed using thematic analysis, and the resulting themes were classified as different framings.FindingsThe findings indicate three ways of framing SCBs: as signs of corporate hypocrite, as threats that increase societal fragmentation and as signs of corporate enlightenment. These framings are based on two components: the perceived attributes and activities of the corporate brand.Practical implicationsThe role of corporate brands is expanding from the business sphere towards actively influencing society. Yet, sustainability activities can be risky if consumers, as primary stakeholders, deem them unacceptable, unethical or untrustworthy. This research supports brand managers to succeed in co-creating SCBs as contributors to societal and environmental well-being, at a time when multiple stakeholders consider this a worthwhile endeavour.Originality/valueThe theoretical contribution is twofold: firstly, the paper extends the sustainable corporate branding literature by demonstrating how SCBs are co-created through an interactive framing process between the corporation and primary stakeholders, and, secondly, it contributes to the constitutive approach to corporate social responsibility communication (CSRC) research by showing how millennial consumers frame corporate brands that communicate corporations' newly adopted sustainability orientation.

Typology of social media followers: the case of luxury brands

2018 ◽  
Vol 36 (5) ◽  
pp. 558-571 ◽  
Author(s):  
Zahy Ramadan ◽  
Maya F. Farah ◽  
Armig Dukenjian
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Different Types ◽  
Social Media Platforms ◽  
Different Characteristics ◽  
Depth Interviews

Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.

Addressing the complexities of managing domestic and multinational corporate brands

2015 ◽  
Vol 20 (1) ◽  
pp. 48-62 ◽  
Author(s):  
Morteza Khojastehpour ◽  
Ahmed Shahriar Ferdous ◽  
Michael Polonsky
Keyword(s):  
Multinational Corporations ◽  
Design Methodology ◽  
Organisational Structure ◽  
Environmental Complexity ◽  
Content Type ◽  
Business Context ◽  
Business Environments ◽  
Strategic Role ◽  
Corporate Brands ◽  
Practical Implications

Purpose – The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context. Design/methodology/approach – This paper proposes a framework addressing six types of complexity involved in managing DCBs and MCBs drawing on the literature related to corporate branding, corporate brands, and domestic and multinational corporations. The six types of complexity examined include: strategic role, organisational structure, culture, knowledge, positioning and extended responsibility. Findings – The research identifies that DCBs have a lower degree of complexity in regard to strategic role, knowledge and positioning, but have a higher level in regard to organisational structure, cultural and extended responsibility complexity. MCBs face more complexity than DCBs across all dimensions because they operate across business environments and need to coordinate activities while adapting to environmental differences. Practical implications – The findings highlight the importance of environmental complexity for firms managing brands globally. The issues of complexity identified in this paper need to be understood if firms are to effectively build and manage their corporate brands within and across markets. Originality/value – The paper highlights the concepts of DCBs and MCBs, and identifies the factors that contribute to the complexity of managing these two types of corporate brands domestically and internationally.

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